Nielsen: Social media report Q3 2011

Across a sample of 10 global markets, social networks and blogs are the top online destination in each country, accounting for the majority of time spent online and reaching at least 60 percent of active Internet users

US – Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet. At over 53 billion total minutes during May 2011, Americans spend more time on Facebook than they do on any other website

US – Blogger is now the number #2 social networking and blog site in the U.S. with 50.1 million unique U.S. visitors, up 17 percent from a year ago

UK – Internet users in the U.K. viewed 229.6 million pages on Tumblr, the second most page views on any social network or blog in the country after Facebook (20.2 billion page views)

France – Nearly a quarter of active French Internet users – 9.6 million – visited #2 social networking site Overblog

Italy – Italian Internet users spend nearly one-third of their time online visiting social networks and blogs (31% of total Internet time)

Germany – German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes during May 2011

Australia – Among Nielsen’s 10 Internet-metered markets, Australian Internet users spend the most time visiting social networks and blogs, averaging 7 hours, 17 minutes per person

Brazil – Orkut is the #1 social networking and blog site in Brazil, visited by 30.3 million Brazillians in May 2011, 11 percent more visitors than #2 site Facebook